Pearlfisher Puts Moms First

Pearlfisher’s brand creation and packaging design of Her.9 – a direct-to-consumer pregnancy nutrition and care brand – aims to reappraise the sector by speaking to a new generation of moms who “seek a closer relationship and transparency with brands to accompany their motherhood journey.” The company is challenging long-standing brands that have largely focused on the physical wellbeing of the baby.

Says Partner, Futures & Insight, Sophie Maxwell: “The pregnancy category is stuck in the past, both in how it looks and what it offers. This was an exciting opportunity to approach the category differently and really subvert the limited, synthetic and staged cues where packaging design tends to only focus on the baby or the bump… [W]e rooted the brand in putting ‘HER’, the woman and mother-to-be, first and foremost, by creating a package design system and brand world that reflects the emotional needs of moms…”

Design Director, Rich Wilson, explains the creative approach: “There is a real sense of duality with the Her.9 brand that represents both mother and baby. The brand identity is an example of how this comes to life, symbolizing the body of a pregnant woman and the shape of the vitamin pills displayed side by side to support the mother’s journey and wellbeing. Responding to the Her.9 team’s desire to keep sustainability front of mind, the understated, apothecary-style, brown glass jars not only protect the contents but can be re-used from the entirely compostable refill pouches while the brand’s product description leaflets are printed on algae paper. The branding is communicated through a subtle brand color palette, inspired by the diversity of different skin tones and is used across print and digital…”

Credits include: Jonathan Ford, Founding Partner & Group Creative Director; Mike Branson, Founding Partner & Group Chairman; David Jenkinson, Partner, Design & Experience; Sophie Maxwell, Partner Futures & Insight; Rich Wilson, Design Director; Katherine West, Designer; and Jack Sheehan, Senior Client Manager.